Digital Trends 2018 – Integrated Technology
In the third of our blogs from the Digital Intelligence Briefing published by Econsultancy and Adobe, we explore the importance of businesses ensuring that the software solutions they use are fully integrated.
We’ve already established that a customer-centric approach combined with a focused customer journey can deliver results.
These customer experiences are occurring across a growing number of channels and touchpoints. Because of this, organisations are likely to have a wide number of disparate and isolated software solutions that they are using behind the scenes
Bringing these together, or at least ensuring that they can “talk” to each other, is vital if companies want to gain a 360° view of their business.
The Integration Imperative
According to the Digital Intelligence Briefing, 43% of organisations have a fragmented approach to digital marketing with inconsistent integration between technologies.
With technology constantly changing and evolving, it's hardly surprising that companies are struggling to build unified digital platforms.
Recent research from Fujitsu backs this up. It found that the majority of UK businesses struggle to find a balance between what their employees want, what their customers want, and what wider society wants.
Luckily, it also found that 73% believed that digital technology had improved customer service.
It concluded that success will be driven by creativity, innovation and knowledge, supported by robust digital platforms.
A sentiment that was mirrored in the Digital Intelligence Briefing, which suggested that top-performing companies are almost three times as likely as their mainstream peers to have invested in an integrated approach to their technology.
A more unified approach to data and seamless customer experience across different points of engagement should be seen as a prerequisite and right at the top of any organisation’s list of priorities.
With consumer expectations growing all the time, no business can afford to rest on its laurels. Digital transformation is very much a journey rather than a destination.
The onus is on businesses to have a clear roadmap of where updating and integrating their technology sits in their future plans for growth.
One solution to rule them all
In reality, the creation of one unified tech stack that controls every aspect of a business’ processes is impractical for most small to medium businesses.
In fact, they are more likely than most to have simply bolted on new technology tools as and when they were needed.
In this instance, integration will not only be more cost effective but also improve efficiency, bringing together everything from CRM systems and digital analytics, to e-commerce, online booking and any other software solutions.
Here are two practical examples where our team of website developers and integration specialists created platforms that brought separate systems together, refining data analysis in the back end of the site and improving the customer experience at the front end.
Celtic Manor Resort CRM
The world-renowned five-star hotel, golf and leisure resort needed their website to integrate with multiple reservation systems and marketing tools.
As well as combining booking systems for room reservations, tee times and membership, and restaurant bookings, the website also needed to access a specialist email system.
We won’t go into the technicalities involved but they now have a system that collects everything seamlessly together in one website.
And because the admin section is built on a responsive website design, it can be accessed from any device, be it a smartphone, tablet or desktop.
Read more in the Celtic Manor Resort CRM Case Study
Cardiff Airport Executive Lounge
One of the UK's fastest growing regional airports needed a new online booking system which allowed its operations team to monitor and control the capacity of their executive lounge.
Luckily, one of our technology solutions, thinkBooker, could do just that.
It also needed to integrate with third-party platforms and feed this external booking data into the system.
In the first 6 months, the lounge welcomed over 21,000 passengers with the admin staff given full visibility of every single booking.
Read more in the Cardiff Airport Executive Lounge Case Study
System integrations come in all shapes and sizes but being able to offer a seamless customer experience, combined with the ability to access data quickly and easily, is going to become increasingly important to organisations in every conceivable industry.
To find out how our integration specialists could help your business, give us a call today.
Digital trends, Website Design & Development